Top 10 jewellery & watch brands by EMV on TikTok

In 2026, TikTok confirmed its growing role for jewelry brands in the United Kingdom, with a ranking marked by a high concentration of media value and highly differentiated strategies. Pandora largely dominates the landscape with more than £1.13 million in EMV, generated despite a relatively limited volume of mentions and creators, proof of the power of its reputation and its ability to activate TikTok in a targeted manner. Far behind but well identified, Boho Moon (£160K) and Astrid & Miyu (£156K) are establishing themselves as very active players, relying on larger communities of creators to maintain their visibility. Cernucci (£134K) and Monica Vinader (£119K) also confirm their place in the ecosystem, with strategies that balance volume and selectivity. At the bottom of the ranking, Daisy London, Boodles, PRYA, PRYA, PRYA, Anna + Nina and a second occurrence of Pandora show more modest EMVs, often linked to one-off activations or to a reduced number of creators. This ranking illustrates a British jewelry market on TikTok that is still polarized, where a leading brand captures most of the value while the others seek to emerge through community, creative or highly targeted approaches.